Since the UK government’s Online Safety Act came into effect on 25 July, there’s been a sharp surge in VPN subscriptions as Brits move to protect their privacy and online freedom. For entrepreneurs, freelance marketers, content creators and small businesses who rely on AI and marketing tools and online platforms, this is a shift in how day-to-day work is done. Read on to learn how the digital landscape for communication, marketing, and data exchange has changed. On top of that, the introduction of age verification and identity checks, often handled by third-party providers, raises security concerns about how personal data is processed, stored and shared back to operators.
UK VPN use has skyrocketed
According to data from VPN providers and industry trackers, demand in the UK has surged dramatically. Proton VPN, for instance, leapfrogged ChatGPT to become the top free app on the UK App Store, reporting a staggering 1,400% increase in UK-based sign-ups after the legislation took effect. Google Trends data shows search queries like “best VPN” and “private browsing UK” reaching record highs.
Several other VPNs also climbed into the App Store’s top 10 most downloaded apps. This kind of surge is typically seen during periods of civil unrest or under restrictive regimes – highlighting how seriously UK users are taking the new regulations.
The Online Safety Act grants regulators broad powers to monitor online activity and require the removal of certain types of content, including encrypted messages. It also mandates strict age verification on websites and platforms such as Reddit, TikTok, X, and adult content sites. Unsurprisingly, individuals and indeed businesses are turning to VPNs to secure their digital behaviour, communications, and content strategies.
Why social media and AI users should pay attention
If you’re working in social media or using AI tools like ChatGPT or Microsoft Copilot, you’re likely managing sensitive client data, proprietary content, or location-specific insights. These activities now carry greater risk and complexity under the new law.
Key concerns include:
- Data confidentiality – Could your AI queries be monitored or stored?
- Location tracking – Are you being profiled based on your browsing history?
- Content regulation – Might your posts or ad copy be restricted or suppressed?
- Security issues – Use of third-party services for age and id verification means personal data is being processed by an additional service provided
A VPN encrypts your internet connection and masks your IP address, giving you more control over what you share, how you’re tracked, and which tools or platforms you can access. It also opens up greater flexibility for testing content, viewing region-specific ads, or working from anywhere.
How VPNs help you work more securely
VPNs like Surfshark (which I use and recommend – here’s my affiliate link) offer robust protection and professional-grade features:
- Protect AI research – Maintain confidentiality for prompt engineering and sensitive queries
- Benefit from AI features – Test and use AI features only available in other countries, typically the US
- Secure social media scheduling – Block trackers targeting tools like Meta Business Suite or Buffer
- Access global insights – Test how ads and posts appear in different countries
- Encrypt client communication – Add security to email, video calls, and cloud-based collaboration
- Secure public Wi-Fi usage – Prevent cybercriminals from intercepting your data on unsecured networks in places like cafés, airports, and hotels
They also reduce the chance of ad platform lockouts due to suspicious logins, making cross-account management smoother for agencies and freelancers.
How VPNs help you stay safe online
A VPN reduces your exposure to cyberattacks, identity theft, and data breaches. By routing your traffic through encrypted servers, it protects sensitive data on public Wi-Fi, hides your identity from tracking websites, and blocks ISPs or third parties from logging your activity.
Equally important, not all VPNs are created equal. The Financial Times recently reported that some services—while promising privacy, actually harvest user data for their own use. That’s why choosing a trusted provider matters. Surfshark is a bona fide, well-established VPN with a strict no-logs policy and strong encryption. When working with sensitive content, client accounts, or confidential AI inputs, it’s essential to use a service that’s genuinely secure.
A must-have for today’s business owners
AI is now part of everyday tools like Microsoft 365, Canva, and Meta’s ad platforms. If your work involves using AI to create content, manage campaigns, or analyse customer data, your connection must be private and trustworthy.
VPNs also strengthen your compliance posture. For anyone operating under GDPR or similar privacy frameworks, using a VPN helps demonstrate a responsible approach to data security. For remote workers, agency teams, and solo freelancers, it provides added security.
Think of a VPN as part of your essential digital security toolkit alongside a password manager, two-factor authentication, and cloud backups. Especially if you work from co-working spaces, travel frequently, or use multiple cloud platforms.
Digital privacy is now more important than ever
Online safety laws are evolving, but your strategy can evolve too. A VPN isn’t just about staying hidden, it’s about staying smart. In an age of increasing scrutiny, regulation, and AI-driven work, proactive protection of your digital footprint is not just sensible, it’s essential.
I recommend Surfshark VPN because it’s fast, affordable, works across all devices, and includes helpful features like CleanWeb (blocks ads and malware) and MultiHop (routes through multiple countries). Future-proof your business and your AI and social media activity today.